Column: No-frills hotels are a prime example of targeted marketing

The booming popularity of "no-frills chic" hotels -- which draw in millennial travelers through minimalist offerings and competitive rates -- illustrates the effectiveness of building products around the needs of a closely defined target market, writes Larry Mogelonsky, founder and president of LMA Communications. Hoteliers should continually assess their target customers and identify the specific needs of the demographic, Mogelonsky writes.